Radically Improve Conversion Rates - eMSF 2009


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See how to methodically and radically improve your conversion rate through quantitative and qualitative tools like Google Analytics, Website Optimizer, Crazy Egg, 4Q Survey and more.

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  • Don’t Increase Ad Spend! Conversion Delivers! Maximized sales conversion is a competitive advantage Best bang for your buck Multiplier effect Higher conversion = higher profitability = higher marketing budget = more traffic = higher profitability
  • Consider pricing
  • Don’t Assume – Ask Your Actual Users
  • Test with real people Watch what they do, where they go, how they get to where they’re going Identify points of frustration or hesitation Best Practices are starting point, they are not rules, you must Test! (ex. assurance messaging negligible) Enlist Friends Family Staff (not cursed by knowledge) Only 15-30 minutes Inexpensive Tools Watch and take notes Camtasia to record (capture more details)
  • Blurry image vs clear image
  • Squeeze More Sales Out of Your Existing Online Campaigns I Given the economic downturn, learn how companies are using the latest tools, like Google Website Optimizer and others, to maximize online sales without increasing their ad spend. Three internet retailing companies will discuss how they are increasing the ROI of their ad campaigns in these tight budgetary times.
  • Radically Improve Conversion Rates - eMSF 2009

    1. 1. Kayden Kelly CEO & Managing Director
    2. 2. Simple Changes can… Double your Conversion Rate! <ul><li>B2B / B2C </li></ul><ul><li>Lead Gen / Ecommerce </li></ul>
    3. 3. March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 15 Benefit Cost Increase Conversion Buy More Traffic X 1 time 1 time What’s the best plan of action? 1 time Forever Forever!!!!
    4. 4. <ul><li>Optimize </li></ul><ul><li>your conversion rate! </li></ul>Conversion Rate 2.15% Ecommerce Client Change Conversion Rate Increase Per Year 5% 2.3% $150,000 25% 2.7% $775,000 $1,500,000 50% 3.2%
    5. 5. March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 17 FREE Tools Analytics - Website Optimizer - 4Q Survey How do you increase conversion? Pyramid Credit: Future Now Fix what is broken first! Biggest Conversion Gains
    6. 6. <ul><li>Let your USERS design your site </li></ul>Who should design your site? X Marketing IT Management Agency
    7. 7. <ul><li>Feel Smart </li></ul><ul><li>Sense of Accomplishment </li></ul><ul><li>Reduce Stress </li></ul><ul><li>Confirmation </li></ul><ul><li>Reassurance </li></ul>What users want
    8. 8. <ul><li>Motivate (by Segment) Design your site to meet specific user needs and goals. Use motivators to draw different user &quot;personae&quot; into specific parts of your site. </li></ul><ul><li>User task flow Who are your users? What are their tasks and online environment? For a site to be usable, page flow must match workflow. </li></ul><ul><li>Architecture – it's 80% of usability Build an efficient navigational structure. Remember – if they can't find it in 3 clicks, they're gone. </li></ul><ul><li>(Affordance) Make obvious how to interact with page Make controls understandable. Avoid confusion between emblems, banners, and buttons. </li></ul><ul><li>Replicate Why reinvent the wheel? Use best practices (80%) and fine-tune to your specific site the last (20%). Use ergonomically designed templates for the most common 8-12 pages. </li></ul>Top 10 Web Usability Principles © 1996 - 2009 Human Factors International Inc.
    9. 9. <ul><li>Usability test along the way Test early in design using low-fidelity prototypes. Don't wait until the end when it's too late. Know the technology limitations Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc. for compatibility. </li></ul><ul><li>Know the technology limitations (iPhone Popularity Skyrocketing!) Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc for compatibility. Most websites have huge problems here! </li></ul><ul><li>Know user tolerances (Fast! Big Factor in Enterprise SEO) Users are impatient. Design for a 2-10 second maximum download. Reuse header graphics so they can load from cache. Avoid excessive scrolling. </li></ul><ul><li>Multimedia – be discriminating Good animation attracts attention to specific information, then stops. Too much movement or static visual noise distracts, slowing reading and comprehension. </li></ul><ul><li>Use analytics Monitor traffic through your site. Which pages pique user interest? Which pages make users leave? Adjust your site accordingly. </li></ul>Top 10 Web Usability Principles © 1996 - 2009 Human Factors International Inc.
    10. 10. 5 March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 20 1 – Measure & Analyze Website Optimization Strategy ** Repeat Indefinitely ** 2 – Get to Know Audience 5 – Setup & Run Tests 4 – Make & Track Changes 3 – Identify & Prioritize Issues
    11. 11. What People Do
    12. 12. Setup Goals Are people taking the desired actions? <ul><li>Configure Goals </li></ul><ul><li>Setup Funnel Steps </li></ul>
    13. 13. Where are people abandoning in the process? Weakest Link in Checkout Funnel
    14. 14. Complete Arkangel Shakespeare Searches 119 Sales 0 Setup “Site Search” Tracking in Google Analytics Are they finding it and buying? What are your users looking for?
    15. 15. Segment your analytics data
    16. 16. Segment your analytics data
    17. 17. Segment your analytics data
    18. 18. Losing 2 of 3 users on Popular Pages Top Exits
    19. 19. Another Great, Cheap Tool!
    20. 20. Why People Do What They Do
    21. 21. 4Q Surveys (Free Tool)
    22. 22. Usability Tests are Cheap & Eye Opening! <ul><li>Watch & Listen to Identify Obstacles </li></ul><ul><li>Where , How, Why </li></ul>
    23. 23. <ul><li>Weak Links </li></ul><ul><li>Changes </li></ul><ul><li>Test </li></ul><ul><li>Validate </li></ul><ul><li>Repeat </li></ul>
    24. 24. Start Testing (It’s FREE!) minimum 2-4 Weeks ~100 conversions per combination Traffic Website you have this right?
    25. 25. A/B Testing A B VS. original new
    26. 26. A - Original A
    27. 27. A Variation 1 B
    28. 28. <ul><li>Added </li></ul><ul><li>Email Newsletter </li></ul>A Variation 2 B
    29. 29. <ul><li>Added </li></ul><ul><li>Email Newsletter </li></ul><ul><li>How did you find us? </li></ul>A Variation 3 B
    30. 30. A: Original B: Variation 1 +42% <ul><li>B: Variation 2 </li></ul><ul><li>Email Opt-in </li></ul><ul><li>+17% </li></ul><ul><li>B: Variation 3 </li></ul><ul><li>Email Opt-in </li></ul><ul><li>How did you find us +30% </li></ul>A / B Test Winner?
    31. 31. Email Opt-in & How Heard -11% Email Newsletter Opt-in -25% Not Just Layout…
    32. 32. <ul><li>Decrease Cost Per Acquisition (More $ 4 PPC) </li></ul><ul><li>Decrease Bounce Rates </li></ul><ul><li>Eliminate Subjectivity (HIPPO) </li></ul><ul><li>Let your Users tell you what works BEST </li></ul>What to Expect from Testing - GWO <ul><li>Increase your conversion rate </li></ul><ul><li>Make People who visit your site Happy ! </li></ul>“ How easy it was to navigate; it was not so easy last time I tried it about 3 months ago! Thanks for the improvement!” “ Very nice website, easy to use, which is nice!”
    33. 33. <ul><li>Credit: Jim Sterne, Web Metrics Book </li></ul>Funnel Problems?
    34. 34. Simple Changes Testimonials Images Readability User Pathways Call to Action Offer/Bonuses Navigation/Layout Tagline/USP Headline Intro Text Home
    35. 35. <ul><li>Detail </li></ul>Testimonials Image Guarantee/Returns Benefits/Reviews Call to Action Offer/Bonuses Navigation/Layout Tagline/USP Headline Intro Text Cart Ordering Options Cart Images Call to Action Messaging/Offers Navigation/Layout Category Sort/Filter Navigation/Layout Tagline/USP Headline Intro Text Home Testimonials Image Readability User Pathways Call to Action Offer/Bonuses Navigation/Layout Tagline/USP Headline Intro Text 25% 25% 25% 25%
    36. 36. 2x Your overall site Conversion Rate!
    37. 37. 2x Your Revenues!
    38. 38. Overnight! (actual results may vary and typically take 3 months to 1 year . If you have excessive pains please consult a professional)
    39. 39. Continuous Improvement is the key! Monthly Revenues up 70%+ over record sales
    40. 40. <ul><li>Double Your Conversion Rate! </li></ul>Category/Search Product Cart Checkout Orders Site Visitors 60% 50% 30% 82% 2,952 Conversion Rate Average Order Value Total Sales 2.95% $65.00 $191,880 Before Home 100,000 40% 7,362 7.36% $478,530 100,000 After $65.00 82% 75% = +25% 63% = +25% 38% = +25% 50% = +25%
    41. 41. $286,650/month $3.4 million /year
    42. 42. How achievable is this really? Key Funnel Step & Top Landing Page 17 Destination Pages on site Before After Conversion Rate 3% 19% Increased Conversion 591%
    43. 43. <ul><li>What are we testing? </li></ul><ul><li>What is a conversion? </li></ul><ul><ul><li>Action want to test </li></ul></ul><ul><li>Hypothesis? </li></ul><ul><ul><li>State Question </li></ul></ul><ul><ul><li>Predicted Outcome </li></ul></ul>Test Plan
    44. 44. <ul><li>Best Practices are starting point, they are not rules, you must Test! </li></ul><ul><li>Keep it Simple & Bold (major changes, fewer variations - A/B) </li></ul><ul><li>Conversion within 1-click </li></ul><ul><li>Test Pages with Most Potential Impact </li></ul><ul><ul><ul><li>Top of Funnel </li></ul></ul></ul><ul><ul><ul><li>Higher Traffic </li></ul></ul></ul><ul><ul><ul><li>Key Process Step </li></ul></ul></ul><ul><li>It’s just an Experiment right? (Carry out tests just to see what happens) </li></ul><ul><li>Be Patient (Don’t Get Frustrated and Don’t Rush to conclusions) </li></ul>Top 5 Website Optimizer Beginner Tips
    45. 45. Intermediate Tips <ul><li>Start doing Multivariate Tests </li></ul><ul><li>Disable Multivariate Combinations you don’t want before you start </li></ul><ul><li>Disable Poor Performing Variations </li></ul>0/36
    46. 46. Intermediate Tips <ul><li>Use WASP to see what tools your competitors are using </li></ul>
    47. 47. Advanced Tips <ul><li>How do you measure conversion on a video or a non-commerce site where the primary conversion is to watch the video or read the content of the page? </li></ul><ul><ul><li>Time Spent on page </li></ul></ul>
    48. 48. Advanced Tips <ul><li>Segmentation </li></ul><ul><ul><li>For example, Member vs Non-Member </li></ul></ul><ul><ul><li>Persona A ( +8-10% ) </li></ul></ul><ul><ul><li>Persona B ( -4% ) </li></ul></ul>
    49. 49. Advanced Tips <ul><li>Link Click Tracking </li></ul><ul><ul><li>Move forward in funnel !!!!!!! </li></ul></ul><ul><li>Track Phone Call Conversions in Google Analytics </li></ul><ul><ul><li>www.Ifbyphone.com </li></ul></ul><ul><li>Combine GA + GWO </li></ul><ul><ul><li>Review differences in AOV </li></ul></ul>Requires enabling “Ecommerce Tracking” in Google Analytics
    50. 50. Why Optimize for Conversion? <ul><li>Testing is your Insurance Policy to avoid harmful changes </li></ul><ul><li>Maximize your website and marketing investments </li></ul><ul><li>The tools are all FREE or Inexpensive </li></ul><ul><li>Opt-out of the recession with little investment </li></ul>
    51. 51. <ul><li>Put the best info and calls to action Above the FOLD (avoid false bottoms that make users think there isn’t any more content) </li></ul><ul><li>Repeat your Call to Action throughout a long page </li></ul><ul><li>Add a Form to the page to generate leads or even order your product </li></ul><ul><li>Make Calls to Action contextual and specific to content of page versus generalized calls to action </li></ul><ul><li>Call to Action Button Design (shape, style, size, color, whitespace, grouping, etc) </li></ul><ul><li>Customer Centric copy with benefits not just features (We We Calculator) </li></ul><ul><li>Remove Clutter (Dense well organized and separated content is not clutter) </li></ul><ul><li>1 versus 2 versus 3 column layout </li></ul><ul><li>Move content around on page </li></ul><ul><li>From Right-side to Left-side </li></ul><ul><li>Change paragraph/content order (Make sure you use the funnel style of writing for the web with most important point at top to fine points at the bottom (i.e. details) </li></ul><ul><li>Test Variations of Navigation and on some landing pages it might even be best to remove some or all navigation </li></ul><ul><li>Add categories/sub-categories to your home page - order and weight by popularity/importance </li></ul><ul><li>Emphasize Important Content (Bold, Larger/Colored Font, etc) </li></ul><ul><li>Large Headlines with clear user benefits </li></ul><ul><ul><li>‘ Top 5 Reasons to stop ____’ </li></ul></ul><ul><ul><li>‘ Why you need ___’ </li></ul></ul><ul><ul><li>‘ 3 Things you may not know that could kill you’ </li></ul></ul><ul><li>Make your content scannable </li></ul><ul><li>Add Sense of Urgency messaging like ‘Sale Ends Today’ or ‘Only 5 Left’ </li></ul><ul><li>Different Fonts (Sizes, Colors/Contrast, Styles) </li></ul><ul><li>Tagline/USP in header that provides distinct positioning/differentiation </li></ul><ul><li>Increase body copy (just enough) to overcome all common objections </li></ul>Top 50 Tips on What to Test using Google Website Optimizer <ul><li>Rearrange </li></ul><ul><li>Answer who, what, when, where, why and how </li></ul><ul><li>Summarize/bulletize benefits at bottom of page </li></ul><ul><li>Add Testimonials (with photo, name, company, logo, title) </li></ul><ul><li>Add Media Logos (if featured in news) or other logos of things that will add credibility </li></ul><ul><li>Larger/Wider Search Box </li></ul><ul><li>Remove Instructions since it should be easy to use and not require any explanation (of course you may need to improve your page first) </li></ul><ul><li>Test Images </li></ul><ul><ul><li>Show your product/service in use to demonstrate benefits and so user can better imagine what it would be like to own it and how would improve their life </li></ul></ul><ul><ul><li>Show happy customers (with product if applicable or after using product, etc) </li></ul></ul><ul><ul><li>Tell a story with product images </li></ul></ul><ul><ul><li>More than one image (especially different views from side, back, top, bottom) </li></ul></ul><ul><ul><li>Larger versus smaller versus no images (no images has surprised many as the best result in some cases) </li></ul></ul><ul><ul><li>Add Ability to Zoom </li></ul></ul><ul><ul><li>Add Captions under your image </li></ul></ul><ul><ul><li>Add Call-outs to draw attention to parts of a photo/image and add info to point out most important aspects </li></ul></ul><ul><li>Offer other ways to order by phone and fax (in cart) </li></ul><ul><li>Removal or de-emphasis of coupon/promo field in cart/checkout </li></ul><ul><li>Ajax/DHTML to hide optional form elements unless needed </li></ul><ul><li>Remove unnecessary fields or change order of fields </li></ul><ul><li>Visually Group and separate related fields </li></ul><ul><li># of checkout steps (1 vs 2 vs 3 vs 4) </li></ul><ul><li>Repeat main offer and benefits in cart </li></ul><ul><li>Upsell on add to cart action or in cart </li></ul><ul><li>Add Guarantees, Return Policies, Privacy Protection (if ask for personal email/info) </li></ul><ul><li>Credit Card and other payment logos when asking for payment info </li></ul><ul><li>Add Reassurance Logos like Verisign, BBB online, McAfee Secure, Trust, and etc. </li></ul><ul><li>Increase/Decrease Prices (your pricing can cause concern by being lower than someone expects especially compared to your competitors) </li></ul><ul><li>Odd Pricing ending in 9’s and 7’s </li></ul><ul><li>Different Offers </li></ul><ul><ul><li>Free Shipping </li></ul></ul><ul><ul><li>Save 20% </li></ul></ul><ul><ul><li>Buy 1, Get 1 Free </li></ul></ul><ul><ul><li>Buy now, pay later </li></ul></ul><ul><ul><li>Pay in installments </li></ul></ul><ul><ul><li>Free trial </li></ul></ul><ul><ul><li>Longer/shorter commitment </li></ul></ul><ul><li>More/less Product Copy </li></ul><ul><ul><li>Tabbed content versus long page of content </li></ul></ul><ul><li>Add reviews </li></ul><ul><li>In Stock Messaging (above or below add to cart) </li></ul><ul><li>Rich media like Video and Flash Animation </li></ul><ul><li>Click to Call, Live Chat, and other widgets </li></ul><ul><li>Ability to sort, filter, rank, and search product category and sub-categories </li></ul><ul><li>Proximity of content elements </li></ul><ul><ul><li>Add vertical/horizontal space </li></ul></ul><ul><ul><li>Move closer or farther away from certain content on the page to see if proximity helps or hurts </li></ul></ul><ul><li>Phone Numbers - where they are placed, how obvious, and know that different phone numbers may actually impact conversion </li></ul><ul><li>Faster loading pages (Optimized Images, etc) as load time can be a big impact </li></ul><ul><li>What is clickable - users expect almost everything to be clickable ( www.CrazyEgg.com ) </li></ul>
    52. 52. Twitter @blastam Website Optimization Blog www.blastam.com/blog Website Optimization Platform www.motivitycms.com Thank you! Top 50 Tips for What to Test www.blastam.com/blog Email [email_address]
    53. 53. www.MotivityCMS.com (Subsidiary of Blast Advanced Media) <ul><li>Integrated with Salesforce.com, Constant Contact, Google, etc. </li></ul><ul><li>Flexibility </li></ul><ul><li>Streamlined Checkout (No Registration Required) </li></ul><ul><li>Robust Promotion Mgmt </li></ul><ul><li>Up/Cross-Selling </li></ul><ul><li>100% Search Engine Friendly </li></ul>Marketing Focused <ul><li>Website Optimizer </li></ul><ul><li>Analytics </li></ul><ul><li>Adwords </li></ul><ul><li>Maps </li></ul><ul><li>Graphing </li></ul><ul><li>Base </li></ul><ul><li>Checkout </li></ul><ul><li>More... </li></ul>Google Integration Website Optimization Platform
    54. 55. Download 50 Tips for What to Test
    55. 58. 19 <ul><li>Price Points </li></ul><ul><li>Product Copy </li></ul><ul><li>Highlight Differentiators </li></ul><ul><li>Free Shipping </li></ul><ul><li>Customer Service </li></ul><ul><li>Guarantees </li></ul>High Impact Ecommerce Test Aspects
    56. 59. <ul><li>Website Optimization & Online Marketing </li></ul><ul><li>Since 1999, Great Clients including: </li></ul>13